Gimlet’s Lydia Polgreen tells Peter Kafka about how her parent company Spotify plans to turn music listeners into podcast devotees.
Spotify wants to own the podcasting space, and it’s made that clear with a series of high-profile acquisitions and deals over the past two years — including the Ringer, Gimlet, Joe Rogan, and, most recently, Megaphone. Its next goal: get more of its 300 million users to start listening to podcasts.
Peter Kafka talked to Gimlet Media’s new head of content, Lydia Polgreen, about how she plans to achieve that at the Code Media@Home series.
“Our goal is to get people into the habit of listening to content on Spotify that’s not music,” Polgreen said. While the growth of podcasts has been strong, it’s still a tiny fraction of overall listening for the service. She pointed to … Read the rest...